The wireless telecommunications industry is used to having design centres in Sophia Antipolis, Austin, Grenoble or Kista, but LG's mobile operation has set up a design centre in Milan, hardlly a venue renowned for high-tech talent.
But LG isn't after high-tech talent. It's after look and feel, and that's what Milan knows all about.
Look at its latest cellphone. Talk about chocolate teapots, LG has come up with a steel phone. Hardly the best material for an RF device.
But LG have come to appreciate the maxim never mind the quality, just the look and feel. That's what did it for Motorola with the RAZR.
Metal is, apparently, the cool thing for the fashion crowd, so that's what LG have wrapped round their latest phone, aptly called Shine.
The next offering from LG's Milan connection is said to be an $800 black metal phone developed in conjunction with Prada.
Maybe it's an industry trend. Would a mink-coated DRAM look silly?
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